This latest Altimeter Report, by my colleague Industry Analyst Chris Silva, focuses on how companies must develop a mobile marketing strategy. It sources research from 26 ecosystem contributors including brands, agencies, and technology providers. To learn more about this report, please register for the webinar in which Chris will provide deeper knowledge from the report.

This report is powerful in a few ways, it indicates the growth the in space, referencing that 45% of all mobile phone users are carrying a smart phone, and the growth rate for tablets is 23% annually.

The report also indicates how some marketers are missing the market to reach to the connected consumer, citing examples how retailers and restaurant companies created apps that didn’t direct them to their stores, a missed opportunity.

Above Graphic: Mobile App Maturity in Three Phases

Yet beyond the mis-steps of retail marketers, this report provides a maturity framework segmented into three major steps, and a point based system that brands can use to self-assess their quality. Lastly, you’ll find a breakdown in roll out steps from plotting the impact of strategy, choose business impact, choose application type, add features, extend platform support, then finally globalize.

This is Open Research: Use it, share it, and we’ll publish more, the full report is embedded below, which you can download, use and share with attribution. I’ll be working closely with Chris in future research projects, so I recommend you follow Chris on Twitter, and contact him at chris at altimetergroup dot com if you’ve further questions on the mobile landscape.